Big Bash cricket fails to fill Ten's coffers

Jake Mitchell

Ten Network Holdings' coverage of the Big Bash League cricket competition has failed to deliver the free-to-air broadcaster a big boost in revenue.

It had been reported that Ten would break even on its $20 million a year deal with Cricket Australia.

The network wrote $31.8 million of revenue in January, according to Standard Media Index - which measures ad spend from media agencies - compared with $30.3 million in the same month the previous year.

There were 22 Big Bash matches in January.

Advertisement

Seven West Media earned a 43.9 per cent share of the metropolitan free-to-air ad market in January, compared with Nine, which had 35.8 per cent and Ten, with a 20.3 per cent share.

Ten's revenue was up by 4.8 per cent in January, while Nine's was up by 8.3 per cent and Seven was steady.

The metropolitan free-to-air market grew by 4 per cent to $159 million in January, while pay-television advertising fell by 8.4 per cent.

Monopoly pay-TV service Foxtel, which is a joint venture between Telstra and News Corporation, was hurt by the loss of the Big Bash to Ten, as prime time ratings slumped over summer.

However, Foxtel is far more reliant on its subscription revenue, which has been strong.